'Boost web usability with eye-tracking research'
Web Design, E-commerce
30 July 2008
Businesses could improve the usability of their e-commerce portals by utilising eye-tracking research to discover how consumers prefer to navigate websites.
This is according to Mihkel Jaatma of Realeyes, who wrote on the E-consultancy blog that such studies can help firms to identify both successful and unsuccessful e-commerce web design strategies and to take action to rectify the latter.
He highlighted recent research carried out by Realeyes showing that Argos has the most usable website out of a number of online electronic goods retailers, due to its appropriate use of images within search results.
Those that did not perform as well in the study could yet see success by using the research to discover how they can improve their websites, Mr Jaatma suggested.
"Eye-tracking studies objectively quantify and visualise the voice of your customer," Mr Jaatma said.
He added that such research "provides rich data and almost every study reveals numerous key insights".
According to the IMRG Capgemini e-Retail Sales Index, £26.5 billion was spent on online shopping by Britons during the first half of 2008.
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